Airbnb’s “Save Aussie Country Pubs” Wins WARC’s Best Brand Campaign In The World

Airbnb’s “Save Aussie Country Pubs” Wins WARC’s Best Brand Campaign In The World

An Airbnb ad promoting Australian country towns and pubs has won the Grand Prix award for WARC’s annual Effective Use of Brand Purpose. The ad was created by Airbnb’s in-house creative team.

You can check out the full list of winners at the end of this article.

Called “The Country Pub Project”, the campaign was designed to support rural communities by boosting the country pub, a gathering point for struggling country towns.

Using a combination of public policy, paid media, earned media and owned channels in a three-stage strategy to reach more than 15 million people, achieve over 30 million video views, and drive increased brand favourability and awareness.

Check the spot out below:

Commenting on the winners, jury chair, Ivan Pollard, senior vice president, global chief marketing officer, General Mills, said: “As you can see from these powerful case studies, purpose is not just the right thing to do, it is the best thing to do for business. Those brands that really do act purposefully and not just talk about it will prosper – not by chance but on purpose.”

An eminent jury of 18 agency- and client-side industry professionals – selected the following full list of winners:

Grand Prix:

  • The Country Pub Project · Airbnb · Airbnb Creative, APAC · Australia

Gold:

  • Out & Proud – India Comes Out of the Closet · The Times of India · Bennett Coleman & Co. Ltd · FCB India · India + Evaluation Award
  • The Gift of Mom · Babyshop · Landmark Group · FP7 McCann Dubai · United Arab Emirates + Employee Engagement Award
  • The Uncovered · Ahmini · Tunisie Telecom · J. Walter Thompson Tunis · Tunisia
  • As far as we go · Almosafer · Seera Group · FP7 McCann Dubai · Saudi Arabia

Silver:

  • Native Bees · Colorado’s Appia · AMBEV · Santa Clara · Brazil + Sustainability Award
  • Job-Hunting in Sneakers · Band-Aid · Johnson & Johnson · BBDO Japan · Japan
  • #FinishWaterWaste · Finish · Reckitt Benckiser · DEC PR · Australia
  • Senior Gamer Club · Hungarian Telekom · Deutsche Telekom · Uniomedia · Hungary
  • Abtal El Shawarea’ (The Stars on the Streets) · Clear · Unilever · FP7 McCann Cairo · Egypt
  • The Ramadan campaign that didn’t launch in Ramadan · Jawwy · STC · FP7 McCann Dubai, FP7 McCann Riyadh · Saudi Arabia

Bronze:

  • Meet Me Halfway · SK-II · Procter & Gamble · Forsman & Bodenfors Singapore, Verizon Media · China, United States, United Kingdom
  • Glass and a half in everyone · Cadbury Dairy Milk · Mondelēz International · Ogilvy Malaysia · Indonesia
  • The Non-Issue · L’Oréal Paris · L’Oréal Group · McCann London, McCann Paris · United Kingdom
  • Overcoming India’s Toilet Divide · Harpic · Reckitt Benckiser · McCann Worldgroup India · India
  • The Unheard Prayer · Maxis · Leo Burnett · Malaysia



Please login with linkedin to comment

Airbnb Warc

Latest News

Sydney Comedy Festival: Taking The City & Social Media By Storm
  • Media

Sydney Comedy Festival: Taking The City & Social Media By Storm

Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]

Global Marketers Descend For AANA’s RESET For Growth
  • Advertising

Global Marketers Descend For AANA’s RESET For Growth

The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA  Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]